3 Pressing Marketing Tech Questions — And How to Get Answers

What worries you about marketing technology? With All About Marketing Tech right around the corner on March 15, we’ve been putting the finishing touches on the program, and that question has been top of my mind. This year, three issues are at the forefront.

What worries you about marketing technology? With All About Marketing Tech right around the corner on March 15, we’ve been putting the finishing touches on the program, and that question has been top of my mind. This year, three issues are at the forefront.

1. How Do You Make Marketing Technology Part of Your Strategy?

This is the big one. We’ve gone through years of picking up whatever shiny new technology seemed to be working. But now that customers have made so many channels a part of their lives, it’s really less about the tech and more about your overall marketing capability. How does the technology enable your strategy? That’s the real question.

To answer that, Andy Markowitz, former general manager of GE, will sit down to talk about “Why Marketing Organizations Win or Lose in the Age of MarTech-AdTech Convergence.” If you want to know the difference between organizations that use technology to enable their strategies and organizations that waste their time and budget chasing shiny objects, this is the keynote for you.

2. How Do You Find the Talent to Use It?

Perhaps the most overlooked challenge of the marketing technology era is the people problem: How do you find the personnel who know how to get the most out of all the technologies and execute your strategy?

It’s one thing to find people who excel in single channels, but another to find the people who can create omnichannel experiences.

In “How to Find Great Marketing Tech Talent,”  Marketing recruiter Jerry Bernhart will talk about the key considerations in making a great, tech-savvy marketing hire.

3. How Does GDPR Impact Your Tech Stack?

The biggest new worry for 2018 has got to be the EU’s upcoming General Data Protection Rules (GDPR). Requiring marketers who have EU citizens in their files to account for a host of new rights — including the right to erasure, which requires you to erase all data about a customer on request — GDPR raises many questions about your tech stack. Are any of your tools going to be a problem for GDPR compliance?

In “GDPR and Your Tech Stack,” we’ll talk about those concerns, and what you should do about them.

Plus, hear from six new marketing technology startups, Campbell’s Soup, Flexjet and more! Registration is open, just head over to aamt.targetmarketingmag.com to sign up today!

Your Ultimate Marketing Stack

In a little less than two weeks, we’re kicking off our first ever All About Marketing Tech virtual event, and Travis Wright will open with an address called “Building Your Ultimate Tech Stack.” Which forces us to consider the question: Exactly what do you need in your marketing stack? Are you even sure what a marketing tech “stack” is?

In a little less than two weeks, we’re teaming with CabinetM and kicking off our first ever All About Marketing Tech virtual event (#AAMT17), and Travis Wright, the infamous @teedubya on Twitter and author of Digital Sense, will open with an address called “Building Your Ultimate Tech Stack.”

Which forces us to consider the question: Exactly what do you need in your marketing stack?

Are you even sure what a marketing tech “stack” is?

Stack of coins
In a way, that’s not wrong.

If you’re not familiar with the term, your marketing tech stack is all of the tools you use to do marketing and how they fit together and interact. Often it starts with the CRM and marketing automation system/cloud, how they connect to your main database (or sometimes one of them plays the role of your main database) and all of the tools that connect with them to allow you to understand what your customers want and reach them across all channels.

That can be a lot of stuff. Here’s what happened when I tried explaining it to Taylor last year when she joined the team with no marketing background.

Thorin's Marketing Stack Doodle
Fortunately, she suffered no serious long-term psychological effects … aside from that recurring twitch.

So, what belongs in the perfect marketing stack?

I’m going to let Travis answer that in detail on March 1. But here are seven levels I think you have to consider:

  1. Where do you keep the customer and prospect data? How is it secured and accessed, and exactly what part of that is your job?
  2. How do you manipulate that data, both to deploy campaigns and power pesonalization?
  3. What lets you analyze and draw actionable insights from that data and other data you access? (RFM, likely buyers, behavioral triggers, look-alike analysis, etc.)
  4. What tech do you use to build your creative? To what extent do you need that to be flexible and data-driven (either so it can be personalized, or segments can be adapted to the analytics in 3)?
  5. What channels do you deploy that creative to, and how do you get it there? (I feel like the stack can develop a lot of columns here.)
  6. How do you monitor and converse with customers and prospects on those channels? (Even more columns.)
  7. For customers specifically, how do you handle their relationship and issues? (This part may well be in another department, but it certainly impacts how they respond to your marketing in the future.)

So that is seven layers deep of hard, meaningful decisions. And I bet I missed a few. What layers and tools do you feel you need to have in your marketing stack?

And if you want to hear from someone who really knows what their talking about on this — someone who’s helped companies across many verticals build their own stacks — don’t miss Travis Wright on March 1, kicking off All About Marketing Tech!

How to Find a Marketing Tech Edge

One of the challenges of all the marketing tech being developed is simply discovery. The majority of it might not be a fit for your business, but the right few can change the game. How do you learn about enough new technologies to find those needles in the haystack?

All About Marketing Tech LogoOne of the challenges of all the marketing tech being developed is simply discovery. The majority of it might not be a fit for your business, but the right few can change the game. How do you learn about enough new technologies to find those needles in the haystack?

So we’ve been working on a new kind of virtual conference, one that deals directly with marketing technology and will give you a chance to hear 24 new marketing tech firms pitch their bleeding edge products and services to you.

All About Marketing Tech

This is happening at All About Marketing Tech, a brand new virtual conference we’re hosting March 1 with the help of CabinetM.

All About Marketing Tech will have two tracks. The one will have traditional webinar-style presentations on the technologies marketers are using for specific tasks, like lead generation, content marketing and online retail. That track will kick off with a keynote from Travis Wright, the author of Digital Sense, and include sessions from David Raab, Robert Rose, Brian Hansford and more.

The second track is your chance to see new technologies in a way we’ve never done before. It will have three 90-minute TECH Talk sessions where new marketing tech creators will tell you about what they’ve built in 10-minute TED Talk-style presentations.

The three TECH Talk sessions will each focus on a specific area of technology:

  • 11:30 – Through the Funnel: Customer Acquisition and Engagement
  • 1:15 – Emerging Categories: Mobile, ABM, Video
  • 3:00 – Know Your Customer: Analytics/Measurement

You most likely have not yet heard of the companies who’ll be presenting, but that’s the whole point. This is your chance to get an early look at marketing tech that’s still coming to the market — before your competitors even know it exists.

It’s going to be a great chance to expand your knowledge of marketing technology, and identify tools that could make a huge difference for your business.

I hope to see you there! Click here to register.